January 27, 2016
Greater Cinti Foundation Senior Giving Strategies Officer Norah Mock says getting the gifts is all about gaining attention through compelling story telling. Mock spoke at the January 26 CBC NonProfit Lunch and Learn quarterly gathering at RiverCenter. She said philanthropy is a heart-centered activity. “Donors want to make the world a better place – and your nonprofit helps them achieve this goal. The gift is really all about them and not about your organization. ‘It’s because of your gift that little Mary Smith could escape poverty and get her college degree,’” stated Mock positioning how you should communicate to those who donate to your cause. She cited recent statistics which show how daunting the task of attracting donors’ attention and keeping it:
- It takes five to 12 contacts to get someone to give for the first time
- For everyone 100 donors gained, 103 were lost in 2014
She drew a distinction between donor relations and stewardship which is defined as a comprehensive effort to ensure that donors experience high-quality interactions with the nonprofit organization that will foster long-term engagement and investment. By not acting on this description Mock says that causes donor retention to be so poor.